How designer Jonathan Anderson reinvented heritage fashion house Loewe's image in just two years
If there was an award for the oddest pairing in fashion, it would go to Jonathan Anderson and Spanish house Loewe. More than a few eyebrows were raised when the designer, who is better known for his conceptual unisex collections and dressing men in cropped tops, was handed the reins to the heritage brand that is all about "luxe" (in other words: conservative) leather goods.
In person, Anderson looks more like an extra from a Saint Laurent runway show than creative director of one of Spain's most treasured possessions. He's dressed in a typical model uniform of white tee and jeans, complete with dark sunglasses and a cigarette dangling from his fingers. A mop of tousled, highlighted blond hair adds to his boyish charm, although he is quick to assert that looks can be deceiving.
"Fashion ultimately imitates life and in life things don't always look good together from the outset," he says. "I know a certain style is good when I feel uncomfortable with it - those looks turn out to be the best. You have to challenge yourself with things you don't like or don't know."
Taking on a brand reinvention is probably one of the biggest challenges the 30-year-old Irish designer has faced in his short but successful career. A former Prada window dresser, he studied menswear at London College of Fashion and launched his eponymous line in 2008 to critical acclaim. He's been nominated for many awards and even collaborated with the likes of Versus.
